Why Instagram Isn't Dead

Following the departures of Instagram's founders, Kevin Systrom and Mike Krieger's as part of the Facebook umbrella, a debate that Instagram is "over," "done," "dead," only "full of bots and pods," started to emerge amongst my peers and colleagues. One went so far as to put this in several pitch decks to clients, while at the same time, asking for the client's social media business.

Here's why my colleagues need to take a step back, look at their data, pivot and come up with a fresh strategy:

1. Positivity: The Spice Girls were right when they sang that all you need is positivity. In a world where high school students find themselves turned gun control activists overnight, have their lives threatened as a reward for their troubles, humans need and craves positive social connection.

Social media can overwhelm and depress people, but there is a light. A shining beacon. I was sent a video of a young Canadian in bright colors dancing to the Law & Order theme song a few weeks ago. I cried laughing, watched it four times, and then shared the video to twenty people I knew needed that deep and unexpected laugh. That joyful dancer shaking his booty accompanied by strategic emojis and cut the crap positive messages, was at a mere 15k followers way back on January 6th. Confirming that everyone needs Donte, when I visited his account a week later to share more @donte.colley 's videos, the number of followers had risen to 49K, another week and he was well over 330K and is now over 440K, which is sure to double after his appearance on Good Morning America. Slow that death knoll, and dance along. Get back to the humor and a positive way to connect your brand in a time of year associated with renewal and darkness. *Click through for the link.

2. Talent:

While the algorithm has publishers, influencers and all users scratching their heads, as to it's fickle preferences, which seems to always defy "insider information" , talent still attracts talent.

Last year, fashion designer, Valeria Krasavina launched her account, @fine_frenchie

Her illustrations depicting French bulldogs enjoying the luxury of champagne and shopping human fashionistas enjoy, have been charming and led to an array of incredible collaborations. A fresh, new perspective will rise to the top when combined with smart targeting, strong brand values and being willing to make the effort. Valeria's work has led to a collaboration with luxury lingerie brand, Morgan Lane. The limited edition silk sleeping masks were announced yesterday and are sold out. Ms. Karsavina was a fan the brand Morgan Lane and met founder, Morgan Curtis, at a trade show. Ms. Lane was a fan of her work and their mutual appreciation led to this collaboration, which is sure to yield more items.

Fine Frenchie is for the modern dog owner who is looking for the higher end of dog items, without sacrificing style or taste. (*If this is the first item you've read by me, my French bulldog, Elle, aka @grrlgenius_ , is a dog model. Laugh if you want, but her wardrobe is larger than mine and she financially supports herself.) Knowing how to price your work and your brand's value, can be a hard task. Ms. Karsavina's background gave her a boost. She started with illustrations, and let her brand grow before launching a capsule collection of bespoke sweaters. Having the patience to grow your brand with a few items, or a special service, can lead to higher value relationships, then launching with a large range of unproven items. Thankfully Instagram still provides that testing ground for products.

3. FOMO: No matter how emotionally developed a teen might seem, the same things are always going to throw them into a hormonal mess - dating, fitting in, sexuality, grades, and family. Figuring out who they are in the world, and finding people who are like them, if they are different, home schooled or sickly, keeps social media and the need to express every moment to show and connect, drives social media. 2018's film "Searching" was an incredibly smart, twisted reality check for how little parents might know about their children, despite being in constant contact. Hadn't had enough, watch nominated film "Eighth Grade" aka this generations' version of "Thirteen."

Socially awkward? Go online, reinvent who you are and find a tribe that has the same values (good, bad, niche, etc.) or observe silently. It's not only teens that feel prefer to connect using messaging and social media apps, to communicate with peers, but anyone who has a smart phone and watch who has on notifications to get instant notice of anything that is happening, despite how that is actually increasing A.D.D. and disconnection from actual human beings.

Getting even a curated glimpse of a person's life, or inspiration from a fashion show a young creative could never have accessed instantly through social media accounts of leaders with access like Derek Blasberg, means Instagram's days are not nearly done. Personally, it's helped me develop my sense of color and photography skills, enabled charity work and formed friendships that evolved into real world connections and opportunities.

Tough Love: Facebook is not going to kill a cash cow, it's time to adjust your social strategy plan if it's not working. Do not rely on a deck that was created six months ago and take a health check or hire someone to do a report card on your account (my favorite activity.)

Final thoughts

1. Instagram is not dead.

2. Organic engagement for older accounts is no longer a given for accounts that scaled early and rely on the same content.

3. What needs to end are excuses and lazy marketing.

4. Pivot and adjust for where your account is currently.